How to Value an E-commerce Business in New Zealand

E-commerce businesses can scale quickly, but their value depends on the quality and durability of the profit, not simply website traffic or social followers.

Start with contribution economics

Review revenue by product and channel, gross margin, shipping, returns, payment fees, advertising cost, stock turns and contribution after variable costs. Separate one-off campaigns from repeatable acquisition.

Test platform and supplier risk

Document ownership of the domain, customer data, creative assets, accounts, software and advertising profiles. Review supplier concentration, lead times, stock obsolescence, fulfilment and platform policy risk.

Test repeatability

Repeat purchase, email list quality, direct traffic, customer acquisition cost and diversified channels can support a stronger case. Use the valuation tool to create an initial range, then verify the data and transfer rights professionally.